
19 November 2020
NCU workshop on ”The art of navigating the ever-changing media landscape”
As part of the NCU chairmanship the Danish Cancer Society hosted a November 12th workshop called: “The art of navigating the ever-changing media landscape – or how to communicate facts and scientific evidence in the post-factual era”.
Due to the COVID-19 situation, the workshop took place online with participation of representatives from the Swedish, Finnish, Icelandic, Norwegian, Danish and Faroese cancer societies.
On the workshop a range of strategic perspectives and hands on learnings on the following topics were presented and discussed:
- How do we deal with the ever changing media landscape?
- How to communicate facts and evidence in a complex news ecosystem with fake news and social media?
- The strategic importance of a good video strategy
- Insourcing content production and going all in on digital advertising. Key learnings from our upcoming door-to-door collection in Denmark
The overall messages were:
- Building coalitions with other health authorities and building engaged social communities help you stand through crisis communication in a post factual world
- Facts does not win the argument alone. Listen to your opponent and communicate both from the brain (facts) AND the heart (emotions) and show that you actually care.
- Strive for making content that creates quality engagement. Video content is key to that and can be produced relatively easy from authentic raw material put in the right frame. A good story wins over high production value
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